When Ogilvy approached the King Khalid Foundation, a charity that focuses on issues of advocacy and developing the country's non-profit sector, they weren't sure what type of reaction to expect.

"I think that there was always a real concern that, given the subject matter, it would never get through," says Abbott.

A major push came from Saudi princess HRH Banderi A.R. Al Faisal, the foundation's director.

Though the campaign has captured the public's attention,both within Saudi and abroad, where an English version has made the rounds online, Al Faisal says she doesn't see the ad as shocking.

"My media and PR team were a bit nervous going into this, saying, 'Are you sure you want to do this?'" she admits. "I didn't understand why. I don't understand what is so controversial. Who will say, 'Yes, it's ok for women to be beaten up'?"

Saudi women are legally reliant on the permission of their male guardians to travel freely, driving is still a socially contentious issue and there are no laws that protect victims of domestic abuse. According to Al Faisal, however, change is in the air.

"For several years, domestic abuse was sort of the elephant in the room. There was nowhere for a woman to go if she was abused because a system wasn't set up to handle that," she admits. Though the issue is still not completely out in the open, she notes the last few years has seen a rise in shelters that cater to female victims of violence.